Enterprise advertisers care about reaching customers and fuelling performance across search engines and channels. And this makes sense; typically, advertisers that adopt Search Ads 360 multi-channel/engine optimisation portfolios can expect to see 5% more conversions or conversion value as compared to optimising channels and engines independently.
To give all of our enterprise advertisers more options to optimise their campaigns, we’re opening access to a beta program to enable you to activate Microsoft automated bidding in your Search Ads 360 bid strategies, starting today. Microsoft automated bidding optimises bids for the user at the auction level and in real time. By activating Microsoft automated bidding with Floodlight conversion data, you can enhance performance on Microsoft search and Shopping campaigns. You can also gain incremental performance by including these campaigns in cross-channel and cross-engine bid strategy portfolios, powered by Google AI, in Search Ads 360.
Power Microsoft automated bidding with relevant Floodlight data
Floodlight data enables de-duplicated, cross-channel and cross-engine measurement to appropriately value media effectiveness across campaigns. By sharing relevant Floodlight data with Microsoft, you enable Microsoft to optimise bids based on your conversion source of truth.
Include Microsoft automated bidding in cross-engine, cross-channel bid strategies
It is now possible to include campaigns using Microsoft automated bidding and campaigns using Google auction-time bidding in a single Search Ads 360 bid strategy. Search Ads 360 bid strategies use Google AI to find the most cost-efficient conversions across campaigns to maximise performance.
By combining Microsoft automated bidding with Search Ads 360 budget bid strategies, you can also achieve the best outcomes for your campaign within your defined budget. Budget bid strategies is a type of bid strategy that uses Google AI to efficiently allocate your budget across campaigns, with optional enterprise controls. For example, you can instruct a budget bid strategy to optimise your fixed monthly budgets across campaigns while maintaining granular control through ROI limits and custom spend allocations throughout the month.
Get started with Microsoft automated bidding in Search Ads 360 and learn more here.